When the app that simply says “Yo” debuted a month ago, quite a few folks in media-land ran around like the proverbial headless chickens, proclaiming that the sky had finally fallen when such an obviously useless product earned so much coverage.
So how did the Yo bros score the placements that led to a million downloads in four days? They recently spoke to Ayelet Noff of Venture Beat to reveal their not-so-secret strategy.
Two words: Robert and Scoble.
The Yo team invited Scoble to check out their office and he did so, following up on his visit with a single Facebook post calling it “the stupidest but most addicting app ever.”
Then the folks at product discovery site Product Hunt re-posted his post–and the rest, as they say, is history…
The key to this puzzle was Financial Times reporter Tim Arbel, who first covered the news about Yo’s $1M fundraising round and sparked all the subsequent headlines…as well as coverage on The Colbert Report.
By the way, this all happened before the Yo guys had even put out a press release.
In summary: don’t let anyone ever downplay the value of influencers.
The story does leave one crucial question unanswered, however: how did these dudes convince Scoble to visit their office? We don’t think the answer is “free pizza.”